YouTube announced a new matchmaking program at its annual showcase for advertisers this week that connects creators directly with sponsors to help fund upcoming shows before they premiere, a major shift from the company's traditional model of paying creators only after a video became successful. The program initially includes more than two dozen series from creators including former “Daily Show” host Trevor Noah, “Call Her Daddy” host Alex Cooper, “Subway Takes” host Kareem Rahma, comedian Brittany Broski, and “Hot Ones” host Sean Evans, with YouTube also creating an online hub to connect sponsors with hundreds of other creator shows. The move comes as YouTube faces increasing competition for top talent, with Netflix signing children's entertainer Ms. Rachel and science educator Mark Rober, and Amazon Prime Video signing MrBeast, the Kelce brothers, and Oprah Winfrey to do their own video podcasts. YouTube is also investing in premiere events and Emmy promotion campaigns for top creators to keep them happy as competitors emulate its creator-driven model.
